Twitter has announced its intention to enter the world of advertising, posting ad tweets to searches. When word broke, a collective tweet of horror emanated from Twitter’s vast online networking space. But are the alarm bells unwarranted? If there was a tweet for the word yes, this would be the perfect time to make that little blue birdie sing.
Twitter’s simple, non-invasive advertising plan goes like this – brands with websites on Twitter or those interested in developing such an online presence will be able to purchase what Twitter’s calling Promoted Tweets about their products; the goal being top placement on search engines. In actuality, Twitter has been an unofficial advertising medium for some time. Unlike those informal ads, Promoted Tweets will be obvious enough to get noticed but understated enough to ward off mass user hysteria.
Twitter’s marketing model seems like a well-executed no-brainer but if you read between the lines, you’ll grasp its underlying significant message – Twitter needs loot. And their mechanism for generating profit should prove fruitful for both the social media giant and advertising brands, especially if the latter are wise enough to acquire Promoted Tweets on trending topic searches.
Promoted Tweets, as currently constituted, is a PPC system, charging companies for every 1000 people who view a tweet. So how does this news positively affect performance marketing? Perhaps the question should be posed as follows – How can savvy marketers effectively incorporate Promoted Tweets into their marketing spend? Our agency needs to strike while the ad tweeting is hot to help advertisers recognize precisely when potential customers are seeking information on desire products or services, thus, enabling them to get the highest return on their marketing spend.